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Christopher Carr

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Producing Quality Content Requires Wearing Many Hats

Marketing your business requires a certain level of communication skill. In addition to being able to accurately describe and efficiently promote your products and service, you have to develop an impressionable connection with your audience. And, of course, you must become an expert on following up and a master at customer service. Now add one more thing to your list of necessary communication skills: appeasing Google when you write content for the web.

It’s true. Google is a little picky about content. And if you’re writing in hopes of getting guaranteed SEO results, then you better do it the right way. In fact, proper writing techniques are some of the best search engine optimization tips we can give you. For example, you may write a great article, but if you forget to tag it correctly, you should have saved yourself the time of writing it in the first place. If you develop a killer landing page, but your keyword is repeated too often or in irrelevant context, you’ll be penalized for that. When it comes to writing for SEO, if you want to do it well, you’ll have to wear many hats!

What do I mean? Well, walk with me through the process and we’ll see just how intense this juggling act can become…

1) Put on Your Psychologist Hat

First, you’ll need to get inside the mind of your perfect prospect. When you have studied the habits, trends and preferences of your target audience, you’ll know exactly what to write. You’ll know which buzz words will peak interest and what will cause people to click through from a SERP and become an actual visitor to your site.

2) Put on Your Organizer Hat

To have a constant flow of quality content being produced by your business, you’ll need to sit down and get organized. There are some big decisions that need to be made.

We recommend creating an official schedule that will allow your team to be on the same page about what is expected and when each assignment is due. For really great content, have team members write about topics that they have expertise or special interest in. If you’re looking for a helpful search engine optimization tip, keep in mind that Google likes to see a variety of different types of content, so branch out and get familiar with all platforms available to you.

3) Put on Your Publisher Hat

It’s time to get your content out in front of lots of eyeballs. Think like a publisher. Are you proud to put your business’ name on this work? Is it professional and helpful content that will benefit your audience? (Note: that’s actually the very question that Google is asking when it reviews your content to determine results placement.) Next, its time to get that content published and make sure to utilize social media to direct as many viewers as possible towards your new material.

4) Put on Your Recycler Hat

Producing original content can be exhausting, but take comfort in the fact that much of your hard work can be put to use again and again. While Google will penalize your for content that is not at least 80% unique (no plagiarism!), there are plenty of ways to take old content and adjust, add, and reformat for reuse. Now that’s recycling at its best!

Christopher Carr

Chris Carr is the President and CEO of Farotech. He started the company in 2001 and is widely known as an innovator of conversion science.